Semine's Rebranding: Putting People at the Heart of AI Transformation

In shifting our focus from technology to value creation, Semine aims to assist even more businesses in saving time and fostering growth.

With personalized and user-friendly communication, coupled with an entirely new visual identity, our goal is to simplify the understanding of how finance departments and decision-makers can harness the benefits of AI technology in their daily work. Bjørn Røsten, CEO of Semine, explains the significance of this pivotal rebranding. Through cutting-edge artificial intelligence, Semine endeavors to aid finance departments in reclaiming time spent on tasks that can be automated, allowing for more room to concentrate on value-added tasks like insights and analysis.

– A vital aspect of this endeavor is to dispel the perception of AI technology as cold and impersonal, and instead offer a solution that is straightforward and user-friendly, elucidates Bjørn Røsten, CEO of Semine.

Bjørn Røsten, CEO of Semine.

Since our inception in 2016, we've evolved from a classic startup to a leading growth company, boasting a team of over 50 individuals spread across offices in Oslo, Kristiansand, and Stockholm. For seven years, we've worked tirelessly to develop and deliver groundbreaking technology that fuels innovation, progress, and value creation. Our success is evident, as the market for AI solutions continues to mature.

– However, we've noticed that the communication surrounding these solutions hasn't quite kept up with the progress, which we believe inhibits more people from utilizing these tools, states Røsten.

To enable as many individuals as possible to seamlessly integrate AI technology into their work routine, Semine has shifted its focus from technology and machinery to human connection and value creation.

For those familiar with us, they know we always put people at the center and strive to create excellent user experiences. Our vision is to reflect this experience in our identity, says Røsten.

An Integral Part of the Growth Story

Semine has witnessed impressive growth in recent years, with SEMINE already being embraced by Norwegian clients in countries such as Poland, Germany, Belgium, and the Netherlands, shares Daniel Karlsen, Commercial Director of Semine.

Now, we're taking the next step and are excited to fully introduce SEMINE to the rest of the world. In this endeavor, we're establishing an office and physical presence in Sweden, the first country outside of Norway, with the aim of accelerating our growth in new markets moving forward.

 Daniel Karlsen, CCO of Semine.

Aligned with our rapid development and ambitious goals, the team recognized the need for a more forward-looking visual identity optimized for the digital era. Semine strives to present a unified and professional image in all our communications and more distinctly convey our future direction to our clients. The new brand will communicate that Semine will continue to strengthen our position as an innovative and forward-leaning entity, consistently adapting to future challenges and opportunities for the benefit of our customers.

- Our initial vision is to become the leading player in Europe within our field, and the rebranding we're undergoing now is the natural next step in our growth story, Karlsen continues.

 

Placing People at the Center

An outcome of working with AI for almost a decade is observing the technology evolve from being useful to a select few to becoming an integral part of daily life for most individuals. The most significant strategic priorities in Norwegian companies now revolve around efficiency and automation, often with the aid of AI.

It's therefore vital for us to speak a language that the general population comprehends and can relate to, so that even more people can experience how AI can simplify their work routine, free up time and resources, and create added value, explains Hilde Nielsen, Chief Marketing Officer of Semine.

Hilde Nielsen, CMO of Semine.

– Undoubtedly, we care about AI, but our primary concern is people and how we can employ technology to enhance and simplify their work routine, underscores Nielsen.

 

Your Best Colleague

In the process of evolving and rebranding the Semine brand, an extensive insights effort was undertaken, revealing that many perceive AI as "cold" and "impersonal," while simultaneously expressing curiosity.

To address this challenge, we deliberately chose to cultivate a livelier and more personal profile and identity. Our objective is to dispel the notion that AI is detached and impersonal, and instead emphasize the human value in adopting this technology.

Our AI solution, SEMINE, continuously works, develops, explores, and learns. This has formed the foundation of our new identity. SEMINE aims to be a positive and reliable colleague that simplifies the work routine. She should be a valuable colleague who automates tasks and perpetually learns, allowing the company and its employees more time to concentrate on growth-generating tasks.

Nielsen hopes that the rebranding will make it easier to comprehend how the SEMINE platform functions and how it can provide value to the finance teams of various businesses.

– Our overarching goal is to contribute to growth for companies across the Nordics, and we are convinced that AI will play a pivotal role in driving businesses forward, concludes Røsten.

Welcome to the new version of us!

Visit our website to explore our new visual identity and web experience.

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